Inadequate Price Transparency Hinders Decision-Making
Facets
These facets are broadly related to the theme.
Selection criteria / rationaleClassified by AI
Reasons the participant gives for choosing items (follow‑up asks them to explain what inspired their selections).
Shopping actions usedClassified by AI
The specific site interactions and navigation steps the interviewer will observe as the participant shops (useful for categorizing behavior).
Pain points or negative issues encounteredClassified by AI
Lists the problems or friction points users report during or after the visit that reduce satisfaction or create barriers to purchase.
Perceived advantages of shopping for dog food on AmazonClassified by AI
Captures what benefits (functional or emotional) users mention as the main reasons they prefer buying dog food on Amazon after a visit.
Quotes
“I wish it were possible to sort the products by price per kilo. That would have allowed for a much more stringent search. And I'm not sure whether this restriction by dog weight or weight control really applies to all the products displayed. Because I didn't find it explicitly in the product I selected. So I'm a bit skeptical. But otherwise, I came to a conclusion pretty quickly.”
“I think that, like, if I put in 15 kilos, it shouldn't be the sponsors. Like, shouldn't be the smaller ones straight away, like 12 and threes. I love it if it actually just showed me the 15 kilos. Like, yeah, this is not what I'm looking for nor is this. Oh, this one is actually my bad. Apologies. I'm not interested in the dog food. You know? I want more specific. So, like, I'd also like it if it did actually say 15 kilo. I I don't know how there's a 650 I need to find what this is. Sorry. So, like, some of the prices being insanely overpriced. Packer four. Things that I would love, that's not right. You know? These are overinflated and the wrong prices for sure. Like, that's a £100 a bag. Over a £100. What? Okay. Yeah. I think that needs to be definitely looked into for sure.”